Conversion of Measurement Units

Carefully read page 44 of the SABRE Student Guide.

In perceptual maps, the customers' demand levels for all attributes are expressed in non-dimensional scales of -25 to 25 no matter what the actual attribute ranges are.

For example, whereas the customers' needs for Complexity range from 7 to 150, you would find the ideal customer demand somewhere in between -25 and +25 using the non-dimensional scales.

When you do R&D on a product, you would need to convert the non-dimensional value into actual measurement units.

what actual performance level would you aim to produce for the Complexity attribute if the ideal customer demand is 14 on the non-dimensional scale?

Use 7 and 150 as the two ending points of the actual measurement scale for Complexity